Showcasing the Handmade in Cork brand

Collaborating to achieve economies of scale and to target international markets, a group of craft makers have created the brand Handmade in Cork.

Launched at Showcase in the RDS last week, the organisation now has eight members including a sculptor, a book binder, a glass worker, a potter, a jeweller, a woodturner, a porcelain artist, and a craft maker producing gifts made of Irish bog oak.

Set up under the auspices of the trade network, Cork Craft and Design, Handmade in Cork is to be run as a small business acting as a distributor or agent for the craft makers involved.

Anna Marie Holton, co-ordinator of the brand said: “It coordinates and assists the marketing and sales needs. It represents, promotes, and sells the very best of Cork crafts to a national and international audience at wholesale shows, to corporate buyers to galleries and to end consumers.’’

The unique initiative has come about because of the recession, and is seen as a means of promoting cultural tourism and of sourcing international markets for Cork craft ware.

Adrian Wistreich, of Kinsale Pottery and Arts, has been one of the driving forces behind the new brand. Working for 20 years in publishing in London, he came to Ireland in 2000 and set up a centre where he sculpts and also runs arts and craft courses.

Involved in founding the Cork Craft and Design group, he says craft workers have been suffering in recent times.

“A survey of craft workers last year found that the typical income from craft now is €14,000 a year which is not enough to live on. Many have had to leave the craft,” he said.

When Fáilte Ireland offered funding for cultural tourism projects in 2011, Cork Craft and Design identified this as a means of developing the craft industry.

“In January last year we came up with a plan to develop this brand and to market it internationally,” said Mr Wistreich.

Securing funding from Leader, Cork Craft and Design hired a consultant and carried out a feasibility study. The three enterprise boards in Cork have since provided funding for the new venture.

Mr Wistreich said Handmade in Cork involves the creation of a business entity which sells products for the craft makers. “The advantages are that it offers professional marketing services and that savings can be made on marketing and distribution costs. The other benefit is that it will develop exports overseas.’’

The business model works by giving a percentage of sales to Handmade in Cork which is being run by Ms Holton who will select the craft makers, sell the works, and attend trade fairs.

Having the Handmade in Cork stand at Showcase made exhibiting at the event affordable for the eight craft makers involved and allowed them to sell their products without having to attend.

Following Showcase, the next step has been the launch of handmadecork.com. Plans are now being made to develop a second brand for the international market.

The brand has products from eight businesses, including Kinsale Pottery, Celtic Bogwoods, potter Helen Daly, Hubert Hand Book Bindery, Maura Whelan Glass, Sara Roberts porcelain, Silverstone Dimensions and wood turner Tony Farrell.

“By the end of this year we hope to have up to 20 people supplying the Handmade in Cork brand and up to 25 supplying the Handmade in Cork Gallery range,” said Mr Wistreich.